Build-A-Bear Takes on Webkinz

December 1, 2007 Buildabearville.com goes live with an interactive website where kids can register their Build-A-Bear furry friends and interact in a virtual world. The marketing scheme is designed to get kids and collectors to return to Build-A-Bear from their current obsession with Webkinz.

Build-A-Bear is counting on their 10 year history of quality, creativity, and imagination to assure parents that Build-A-Bearville is a safe, fun, and imaginative place for their child to interact online. Any Build-A-Bear friend built after October 2007 can be brought to life in Bearville, and Build-A-Bear is working to accommodate furry friends built prior to October 2007.

Build-A Bearville has worked with industry experts and parents to create a virtual world including chat, to facilitate the development of your child's real world friendships. Build-A-Bear assures parents that safety checks are in place, and parents are in control of the chat option. There are no membership costs or hidden fees; it only requires a Build-A-Bear with a unique birth certificate number to access Bearville.com

What's a bear to do in Bearville? According to Build-A-Bear friends will be faced with educational challenges and activities that reinforce good citizenship and positive real world behaviors. For kids this means signing in with their stuffed friend. Each Build-A-Bear comes with its own adventure and rewards.

Kids can shop for themselves or their furry friend at a virtual Build-A-Bear, go on an adventure in The Forest, or play a game of ball with friends at the Sportsplex. Bearville's virtual world includes a condo for each owner and their Build-A-Bear which they can design and decorate on their own.

Purchases in Bearville are made with "Bear Bills" gained by earning points shopping, playing, and interacting in Bearville.

Sound familiar? Bearville is a head-to-head match-up with Webkinz World at www.webkinz.com. Webkinz World has become a virtual boom town as kids obsess over their Webkinz collection and log on daily to care for their Webkinz in Webkinz World.